Building and running a business is tough as any business owner can tell you. But one of the important parts of running a business is understanding and analyzing who is your market.
Your bricks and mortar store will have different types of customers than your online store. Sometimes the two groups coincide and use an omni-channel sales approach.
For florists there is a wealth of conflicting data on just who your consumers are. In this article that we follow on from last week’s article on the difference between profitability and loss we try to identify some of our useful data on your consumers.
There are three main types of customers:
These groups overlap quite heavily and it’s not uncommon for the same person to purchase using different sales channel.
Your Bricks and Mortar In-store Customers are:
Online Florists generally have two types of customers:
For this analysis we are going to ignore the event and funeral buyer as these are very specific consumers.
So what are the characteristics of each type of customer and what do they want?
There are two types of gift givers and whilst they have similar traits, they behave differently online.
Characteristics are similar for online consumers as they are for in store, but there is very little ‘for home’ purchasing of flowers online.
Gift Giving online is more likely to be done by female consumers year round, except Valentine’s Day when it’s more likely to be males purchasing. Corporate buying is more likely to be done by female consumers either online or in store.
Men buy online for gift giving, women buy in store & online for home use and gift giving.
Some interesting characteristics of online flower consumers:
Holidaying purchasing IE Mothers Day and Valentines Day still account for the majority of holiday floral sales each year with Christmas, Passover, Easter & Thanksgiving being about the same small sales volumes.
The way you set up your site and the products you offer should match the characteristics of the users.
Whilst there has been growth in men buying flowers online over the last several years (especially for Valentine’s Day) women are still the primary consumers of online flowers.
But importantly we shouldn’t fall into the trap of an ecommerce gender gap on florist websites as this would miss the mark. We want to meet ALL consumers needs regardless of gender.
We know from pretty vast experience that all user types, whether male / female, gift or corporate givers search by the most common gift giving categories which are:
Anniversary / Love / Romance
So unless you have a very good reason you should include these categories on your site.
Men are more likely to be more traditional and purchase roses as the default romantic gift so include Roses as a product Category.
Corporate Gift Givers are looking based on budget so including price ranges is extremely important. But consumers in general will have a budget in mind so it’s useful to have a way for them to sort by price
The same can be said for both male and female consumers, their three product search strategies are:
Every floral product you have on sale should have at least three different price points, and if you can you should also have an image of the different price points so consumers (men) can see what they are getting.
As a platform dedicated to online sales we have a unique perspective over hundreds of websites. We also get to implement new strategies and then review whether they work. Simplicity is the key to online flower sales and removing the unwanted “noise” and distractions.
To this end a well designed, simple and easy to use checkout experience is vital. Men want to choose their flowers and checkout quickly and efficiently.
Whilst may want to compare and contrast flowers and prices they still want to checkout efficiently.
To that end the updated checkout improves the experience for customers and removes even more of the extraneous noise that distracts people from buying.